Data Analytics Glossary
Our comprehensive Data Analytics glossary is meant to serve as a reference guide, and an introductory view of the three most common data analytic sources; websites, search engines, and social media. Below you will find each source sectioned respectively with analytic terms, their definitions, and the impact each one has on your business.
For additional assistance with understanding and managing your data analytics, contact us for a complimentary consultation.
Website Data Analytics
Traffic Category
-
Definition: The total number of visits in a selected time period. A visit is one browsing session on your website. Visits are tracked with a browser cookie that expires after a certain period (most commonly 30 minutes). Any hits within that period count as one visit.
Impact: The number of visits to your website is important to monitor because it provides you with a digital foot traffic number. You could equate this analytic to a brick and mortar location tracking their foot traffic or direct visit count. Ideally, your visits should stay steady, with an incremental growth trend.
-
Definition: The percent of visits that contained only a single page view. That means that within the visit session, the user only viewed one of your website’s pages (usually the landing page; Home or a marketing click-thru option). This is calculated by taking the number of visits that contained only a single page view divided by the total number of visits.
Impact: Monitoring your bounce rate allows you to adjust your marketing campaigns, CTAs (call to actions), click-thrus, and user experience, based on the feedback from this analytic. Your ideal bounce rate would be between 26% - 40%, though the average is between 41% - 55%.
-
Definition: An estimate of the total number of actual visitors that reached your website. This number will differ from the Visits category due to users either spending more than the established browsing session time on your website (thereby resulting in another browser cookie and Visitor tabulation), or users that visited your website multiple times (this would result in multiple visits, however only one unique visitor).
Impact: The unique visitor analytic is very similar to the total visitor count, and the impact is also pretty much the same; monitoring your website visitor traffic.
-
Definition: The total number of views (page requests) across all pages of your website.
Impact: This is an important analytic to keep an eye on to ensure that your website content is performing as expected. Page views can provide insights into your user experience, marketing campaigns, product/service sales or specials, blog performance, and any other web page you have hosted on your website.
-
Definition: The total number of visits categorized by device type used to visit your website; desktop, mobile, tablet.
Impact: Device analytics help web developers with styling and user experience development. For coded websites, your developer will need to write code specific to each device type sizing and restrictions. For templated websites, your web master will still need to ensure a fluid styling across all three views.
-
Definition: The total number of visits categorized by browser type used to visit your website; Google Chrome, Mobile Safari, Safari, Chrome Mobile, etc.
Impact: Browser analytics are predominantly used for web developers to write browser specific code where required; some browsers require different types of coding than others for the same result, and will have to be accounted for by your developer.
-
Definition: The total number of visits categorized by operating system used to visit your website; Windows, iOS, macOS, Android, etc.
Impact: Operating system analytics are also used for web developers to account for OS specific coding requirements.
Geography Category
-
Definition: Total number, and percentage, of visits per country.
Impact: For global companies, the visits by country analytic is imperative to monitor sales and traffic results, and provide insights into geographical performance. For companies that are considering scaling from national to global, these insights can provide a roadmap for the global scale based on the countries the company is already popular in or garnering traffic from.
-
Definition: Total number, and percentage, of visits per state.
Impact: For national companies, the visits by state analytics can provide insights into performance in existing states, as well as opportunities to scale into new markets. In addition, your marketing team can utilize these metrics to shape their location ads and regional campaigns.
-
Definition: Total number, and percentage, of visits per city.
Impact: For local or regional companies, the visits by city analytics can provide insights into performance in existing cities, as well as opportunities to scale into new markets. In addition, your marketing team can utilize these metrics to shape their location ads and regional campaigns.
Traffic Sources Category
-
Definition: Total number, and percentage, of visits that were direct (meaning that the user typed the web address directly, and was not referred to your website by a link or button).
Impact: Your marketing team will use the direct visit analytic as a comparative metric to measure against the rest of the visit sources for a baseline.
-
Definition: Total number, and percentage, of visits that were referred by a social media platform (such as Instagram or LinkedIn).
Impact: Your marketing team will use the social visits analytic to measure CTA social media campaigns or ads success.
-
Definition: Total number, and percentage, of visits that were referred by a search engine (such as Google, or Bing).
Impact: Your marketing team will use the search visits analytic to measure CTA search engine campaigns or ads success.
-
Definition: Total number, and percentage, of visits that were referred by a third party (such as a backlink on an interview article you may have participated in, or a membership directory).
Impact: The referral visits analytic is helpful to measure the return on investment of your affiliate marketing and public relations efforts.
-
Definition: Total number, and percentage, of visits that were referred by an email (such as an email marketing campaign that contained a link or button).
Impact: Your marketing team will use the email visits analytic to measure CTA email campaigns success.
Keywords Category
-
Definition: The number of times a user clicked through to your website from a search engine result.
Impact: Your marketing team will use the clicks analytic to track keyword conversion success rates, and adjust keywords accordingly.
-
Definition: The number of times a user saw a link to your website in the search engine results.
Impact: Your marketing team will use the impressions analytic to capture the number of unconverted opportunities, and adjust keywords accordingly.
-
Definition: The percent of times a user clicked through to your website after seeing it in search engine results. This is calculated by taking the Clicks divided by the Impressions.
Impact: Your marketing team will use the click rate analytic to capture the number of converted opportunities.
-
Definition: The average position where your website appeared in search engine results (otherwise known as your results ranking).
Impact: Your marketing team will use the average position analytic to adjust keywords, and ad campaign parameters and spend, based on the results.
-
Definition: The exact words the user entered into the search engine that resulted in your website populating in the search results.
Impact: Your marketing team will use the keywords analytic to adjust keywords and hashtags used in marketing efforts based on the results.
-
Definition: The total number of users that clicked your website from the search engine results.
Impact: Your marketing team will use the clicks per keyword analytic to monitor keyword conversions, and make adjustments to ad campaigns.
Content Performance Category
-
Definition: The average time a visitor spends on a web page. This is calculated by determining the average time between a visitor landing on the page, and when they view another page on your website. Page views that result in a visitor leaving your website are excluded.
Impact: Your webmaster will use the average time on page analytic to determine which pages your users spend time interacting with, and which pages aren’t performing well.
-
Definition: Total number of times a web page has been visited.
Impact: Your webmaster will use the views per page analytic to identify your top performing pages, and which pages should be considered for rework or deactivation.
-
Definition: The average time a visitor spends on the web page.
Impact: Your webmaster will use the average time per page analytic to understand how engaging each page’s content is to your users, and make changes to low performing pages.
-
Definition: The percent of page views that resulted in a visitor leaving your website. This is calculated by the number of page views that resulted in a visitor leaving your website divided by the total number of page views.
Impact: Your webmaster will use the exit rate per page analytic to ensure two page types are performing as they should; an informational page (blog, FAQ, article, review, etc.) will average a higher exit rate as the user will find what they were looking for from your website and exit, whereas a CTA page (landing page, service/products, registration, etc.) will have a lower exit rate as the user will usually click thru to another page.
-
Definition: The percent of visits to the web page that contained only a single page view. This is calculated by the number of single page views divided by the total number of page views.
Impact: Your webmaster will use the bounce rate per page analytic to determine how your users are enjoying, or struggling with, your content.
Conversion Category
-
Definition: The number of forms submitted from your website.
Impact: Your webmaster will use the form submissions analytic to track how many forms were filled out and submitted on your website. This total will also be used in calculating total form conversions.
-
Definition: The number of times a visitor clicked your website’s buttons.
Impact: Your webmaster will use the button clicks analytic to track how many buttons were clicked on your website. This total will also be used in calculating total button conversions.
-
Definition: The total number of submissions per form from your website.
Impact: Your webmaster will use the submissions per form analytic to determine how many submissions were received per form. These numbers will also be used in calculating the conversion total per form.
-
Definition: An estimate of the total number of actual form views.
Impact: Your webmaster will use the unique views per form analytic to determine how many views each form received. These numbers will also be used in calculating the conversion total per form.
-
Definition: The percent of views that resulted in a form submission. This is calculated by the form’s total number of submissions divided by the unique views.
Impact: Your webmaster will use the conversion rate per form analytic to determine the effectiveness of each form, the user flows surrounding each form, and the content of each form. Since the purpose of any form is to collect data from the end user, your ideal conversion rate should be 80% or above.
-
Definition: The total number of clicks per button from your website.
Impact: Your webmaster will use the clicks per button analytic to determine how many clicks were received per button. These numbers will also be used in calculating the conversion total per button.
-
Definition: An estimate of the total number of actual button views.
Impact: Your webmaster will use the unique views per button analytic to determine how many views were received per button. These numbers will also be used in calculating the conversion total per button.
-
Definition: The percent of views that resulted in a button click. This is calculated by the button’s total number of clicks divided by the unique views.
Impact: Your webmaster will use the conversion rate per button analytic to determine the effectiveness of each button, the user flows surrounding each button, and the CTA (call to action) of each button. Since the purpose of any button is to take the user to an action by clicking the button, your ideal conversion rate should be 80% or above.
Search Engine Data Analytics
Search Type Category
-
Definition: Number of times a user directly searched for your business name or address.
Impact: Your marketing team will use the direct searches analytic to monitor your brand recognition, and sustainability. Users that search for your business directly on search engines are searching for your brand specifically, usually by entering your business name or address into the search bar.
-
Definition: Number of times a user searched for a category, product, or service that you offer, and your listing appeared.
Impact: Your marketing team will use the discovery searches analytic to monitor your new user acquisitions. Because discovery searches are not business or brand specific, users that find your business from a discovery search are most likely a new user. This analytic will also be used to monitor certain SEO ads’ performance.
-
Definition: Number of times a user searched for your brand or a brand related to your business. This category will only appear if your listing has appeared at least once for a branded search.
Impact: Your marketing team will use the branded searches analytic to monitor the success of your individual brands. This analytic will be used for businesses that house more than one brand under their umbrella.
-
Definition: The total number of direct, discovery, and branded searches.
Impact: Your marketing team will use the total searches analytic to track the overall search engine performance. This analytic will also be used to monitor certain SEO ads’ performance.
View Type Category
-
Definition: Number of times a user found your business via search. Displays as “Search views” on bulk reports.
Impact: Your marketing team will use the search views analytic to determine how many of the total views received originated through the search bar.
-
Definition: Number of times a user found your business via maps. Displays as “Maps views” on bulk reports.
Impact: Your marketing team will use the map views analytic to determine how many of the total views received originated through the map view.
-
Definition: The total views of both search and maps.
Impact: Your marketing team will use the total views analytic to determine the total views your business received. This number will also be used to determine the percentage of search and map views respectively.
Action Type Category
-
Definition: Number of times a user views your website. Displays as “Website actions” on bulk reports.
Impact: Your marketing team will use the website visit analytic to determine the number of times a search user converted to a website visit by clicking on the website button, or one of the search results. This number will also be used to monitor certain SEO ad campaigns’ performance.
-
Definition: Number of times a user requests directions to your business. Displays as “Directions actions” on bulk reports.
Impact: Your marketing team will use the directions request analytic to determine the number of times a search user converted to a directions request. This number will also be used to monitor certain SEO ad campaigns’ performance.
-
Definition: Number of times a user calls your business. Displays as “Phone call actions” on bulk reports.
Impact: Your marketing team will use the phone call analytic to determine the number of times a search user converted to a phone call to your business. This number will also be used to monitor certain SEO ad campaigns’ performance.
-
Definition: The total customer actions for website, directions, and phone.
Impact: Your marketing team will use the total actions analytic to measure overall performance, and to determine conversion rates per action type.
Phone Call Category
-
Definition: Total number of users that called your business broken down by calls per day of the week.
Impact: Your marketing team will use the calls by day of week analytic to determine the most effective days to post targeted ads. You can also use this information to ensure staffing coverage for your office during peak days.
-
Definition: Total number of users that called your business broken down by calls per time of day.
Impact: Your marketing team will use the calls by time of day analytic to determine the most effective time of the day the post targeted ads. You can also use this information to ensure staffing coverage for your office during peak hours.
Social Media Data Analytics
Page Category
Definition: The number of people who saw any content from your page (profile) or about your page, including posts, stories, ads, social information from people who interact with your page, and more.
Impact: Your marketing team will use the reach analytic to measure the total reach of your social media presence. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: An impression is counted as the number of times an instance of a post is on screen for the first time. Example: If a post is on screen and someone scrolls down, and then scrolls back up to the same post, that counts as 1 impression. If a post is on screen for someone 2 different times in a day, that counts as 2 impressions.
Impact: Your marketing team will use the impressions analytic to measure the effectiveness of your posting content. Your audience will not engage with your content if it doesn’t speak to them, which will result in a low impressions count. The higher your impressions, the better your content is engaging your audience. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number of people that follow / like your page.
Impact: Your marketing team will use the followers analytic to monitor the overall growth of your social media presence. Organic followers will engage with and share your content more often than paid/pirated followers. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number of people that visited your page from a post, or directly.
Impact: Your marketing team will use the profile visits analytic to measure CTA (call to action) captions’ (such as, “Link in bio!”) performance. This number will also be used to measure the total number of profile visits that converted to a follower, or other website actions. This number will also be used to monitor certain social media ad campaigns’ performance.
Content Category
Definition: The number of people who saw your post at least once.
Impact: Your marketing team will use the reach per post analytic to measure the effectiveness of each post’s content. The bigger the reach, the better your content performed. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number of likes / reactions on your post.
Impact: Your marketing team will use the likes / reactions per post analytic to measure the engagement of each post, and the conversion rate of reach to reaction. Likes / reactions are usually going to be your highest post action analytic, as it is the easiest for the end user to execute. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number of comments on your post.
Impact: Your marketing team will use the comments per post analytic to measure the engagement of each post, and the conversion rate of reach to comment. Comments are usually your third highest post action analytic, as it takes a bit more time to compose than a simple click of the like or share button. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number times a user shared your post.
Impact: Your marketing team will use the shares per post analytic to measure the engagement of each post, and the conversion rate of reach to share. Shares are usually your second highest post action analytic, as it takes less time than composing a comment, but has to resonate enough with the end user for them to want to share the content with their group of followers. This number will also be used to monitor certain social media ad campaigns’ performance.
Definition: The number of clicks on links within your post that led to destinations or experiences on or off of the social media platform.
Impact: Your marketing team will use the link clicks per post analytic to measure the conversion rate of CTA (call to action) links per post. This number will also be used to monitor certain social media ad campaigns’ performance.